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Ozaukee Interurban Trail Promotion Project Wisconsin Department Of Ozaukee Interurban Trail Promotion Project Wisconsin Department of Tourism Joint Effort Marketing Grant Submittal Materials Ozaukee County Planning and Parks Department March 2021 Nick Berenz, 2019 1 Table of Contents Executive Summary ....................................................................................................................................... 3 Evaluation Form Responses .......................................................................................................................... 4 Promotional Expenses Log .......................................................................................................................... 14 Operational Expenses Log ........................................................................................................................... 18 Operational Expenses – Reimbursement Log ............................................................................................. 19 Ozaukee Interurban Trail Promotion Marketing Material Examples ......................................................... 20 Appendices .................................................................................................................................................. 33 Appendix A. Original Joint Effort Marketing Grant Application ..................................................... 33 Appendix B. Signed Agreement ..................................................................................................... 42 2 The Ozaukee County Planning and Parks Department was awarded a Wisconsin Department of Tourism Joint Effort Marketing (JEM) Grant to develop and implement a marketing strategy to promote usage of the Ozaukee Interurban Trail during the fall and winter shoulder seasons. This grant allowed Ozaukee County to develop an engaging branding campaign that provided for consistency throughout trail communities. This included creation of a new, and updated, trail website including an interactive ArcGIS StoryMap, email marketing, utilizing a wide variety of advertising avenues including print and a social media, development of a new marketing logo for the trail, and a public relations campaign all led by White Rice Advertising & PR, LLC. This project is a partnership of active, passionate community organizations, including the Ozaukee County Tourism Council, Ozaukee County Planning and Parks, and our area Chambers of Commerce (including Grafton, Cedarburg, Mequon-Thiensville, Port Washington and Belgium). Better marketing of the Interurban Trail provides additional recreational opportunities for residents and visitors who are currently unaware of this amazing amenity. The successful marketing campaign, which ran through Spring 2020, is shown by the following outcomes: • The trail counters captured a massive increase in the 2019-2020 fall and winter season, compared to the 2018-2019 season, showing an increase of 78,072 users following the marketing campaign. • For the spring and summer season, the trail counters captured an increase of 53,626 users. • Trail maps distributed showed an increase of 113 maps from 2019 to 2020. • Pageviews of the Biking + Trails page of the Ozaukee County Tourism Council increased by 47% from September 2017-March 2018 (217) to September 2019-March 2020 (318). • Two lodging establishments saw occupancy rates increase during the marketing period • An estimated increase of $7,836,031 in visitor spending 3 Joint Effort Marketing (JEM) Grant - Ozaukee Interurban Trail Promotion Project Evaluation Responses 1. Provide a final media synopsis that includes the following information: a. Number of customer responses generated from type of media utilized. b. Would you change the media used? Why or why not? c. Would you change ad(s) size, length, and frequency? Why? d. Would you change your target markets? Why or why not? Final Media Synopsis The marketing campaign featured a variety of media to target our primary audience and included email marketing, internet (including a brand new Ozaukee Interurban Trail website, interurbantrail.com), social media, and radio and print advertising. White Rice Advertising and PR, the advertising agency subject to this grant, put together the following media synopsis: As is fairly typical in Wisconsin, our parks and outdoor recreation areas enjoy the majority of their visitors during the warmer months – generally speaking, April through October. As such, prior to receiving the JEM grant, the bulk of our marketing efforts and advertising dollars were spent within this window, or with the goal of supporting activity within this window. We were thrilled to be able to subsidize our existing advertising budget to promote off-season (shoulder season) use of the Ozaukee Interurban Trail – and the value of it became exponentially obvious when COVID-19 hit in February and March of 2020, and people were looking for activities they could do with their immediate families that were safe, and largely outdoors. Our media mix generally includes a diversity of print (travel-oriented publications, genre publications or travel-oriented special sections) and online advertising, targeting three primary markets: • Our primary target market of travel-minded Wisconsin and Midwest families within driving distance of Ozaukee County, who are active and like to enjoy and experience new things. • Our secondary target market of biking, hiking, nature and cross country skiing enthusiasts within driving distance of Ozaukee County. • Our tertiary target market is Ozaukee County residents and families who will be exposed to our marketing efforts on a local level, through various forms of advertising and by word of mouth, who will be drawn in by the ease and opportunities the trail offers, and look forward to being local tourists for a day or a weekend. The JEM grant allowed us to not only increase our spending in those media areas by adding additional co- op through Travel Wisconsin, but also by adding advertising dollars to two public radio stations, participating in the WTMJ co-op program, developing a new interactive website, developing new, contemporary brand for the trail and increasing our PR presence among our various audiences. Our efforts started in June of 2019 with design and development of the new website, which was enhanced with a new Trail marketing logo, new fall/spring photography and drone videography, and was ready for a fall launch. By the beginning of 2020, we were able to see that that number of visitors to the OIT (interurbantrail.com) site had increased significantly (already eclipsing previous years’ annual numbers by February), and continued to do grow exponentially throughout the year: 4 • 2016 Total Pageviews: 1,016 • 2017 Total Pageviews: 1,181 • 2018 Total Pageviews: 1,340 • 2019 (data not gathered due to staff changes, and new website construction) • 2020 Total Pageviews (new site): 35,120 Even when you isolate just the “shoulder season” site visits, the numbers are significantly higher than prior years’ numbers; the total of 2020 site visits in January, February, March, November and December was 4,343… 3-4 times more site visitors than the old site was receiving annually! Our marketing efforts started full force in September of 2019 and wrapped up in early April/May of 2020. The following Trail use chart shows the growth realized between 2019 and 2020. It should be noted that a fourth trail counter was added in April of 2019, which accounts for the big jump in numbers at that time. It also shows the 2018 totals, with three counters, was 160,922. The number of users rose to 354,707 in 2019, and to a record-breaking 514,162 in 2020. 2020 2019 2018 Jan 11204 2684 2770 Feb 21489 1888 2826 Mar 22706 7326 6238 Apr 41639 28157* 8809 May 64687 73290 22448 Jun 74356 59826 23547 Jul 70754 60797 30132 Aug 73304 49044 26758 Sep 50606 34717 20431 Oct 34350 19931 9416 Nov 29801 6840 3853 Dec 19266 10207 3694 TOTAL 514162 354707 160922 *Fourth Trail Counter added contributing to a large jump in #s. It is indisputable that the JEM dollars that ran in fall of 2019 and spring of 2020 contributed to the significant shoulder-season growth seen, as well as the significant increase in year-round users across the board. We are thrilled with the growth and results, and were very pleased with the investment we made in marketing materials for the trail, particularly those that will carry on beyond the timeline of this grant. We feel incredibly fortunate to have had the resources to improve our branding and marketing materials (including the new website, new logos, photography, videography and ad designs) which will carry us through the next few years. In terms of marketing, the JEM grant offered us the chance to utilize fun and successful media opportunities that we hadn’t tried or been able to afford in the past (some of which we are keeping in our media mix going forward). It’s easy to fall into a pattern when you’re allocating a small marketing budget, and the JEM grant allowed us to try a few new things that we found extremely effective and valuable to 5 work into our media mix (namely the Travel Wisconsin WTMJ John Mercure interviews, originally scheduled for March/April, but rescheduled due to COVID-19 for August 2020) public radio and the TW- sponsored Facebook posts.) If budget allowed, we definitely would have increased our spending on public radio (as it was we were limited to just a few active radio weeks in late fall, and a few weeks in early spring) – with a larger budget we would’ve either extended the advertising to
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